Facebook pixel
Info
Foto sezione
Logo Bocconi

Course 2021-2022 a.y.

30585 - COMMUNICATION AND ADVERTISING LAB

BSU
Department of Marketing

Course taught in English

Go to class group/s: 95 - 96

BSU (I sem. - OP)
Course Director:
ARIANNA BRIOSCHI

Classes: 95 (I sem.) - 96 (I sem.)
Instructors:
Class 95: ARIANNA BRIOSCHI, Class 96: STEFANO PRESTINI


Mission & Content Summary
MISSION

Just how familiar are you with an advertising campaign? A business may live or die based on its ability to communicate successfully. Good and true communication is about experiencing the world and taking the time to refuel your cultural curiosity and we’ll also be doing some of that in this course. So plan out to learn and have fun too!

CONTENT SUMMARY

The course introduces to the key managerial topic of Communication with the aim of unveiling the magical alchemy between creativity, idea development and commercial goals that leads to a successful advertising campaign.

 

It will provide students with an understanding of the fundamentals of the Advertising industry and will help them gain acquaintance of the essential ingredients of effectively communicating a brand or service.

 

One key factor in communication is creating a compelling packaging for the product, the so called “silent salesman” on the shelf, thus we will take a specific in depth look at the pack and how different packs communicate different images to each customer.

 

The course will also provide an experiential learning approach through in class exercises and company guest speakers that will provide knowledge on the specificities of Advertising.

 

Finally students will have the chance to express their own creativity by participating in a group field project with an important international brand that will provide us with a real world communication challenge to solve and to present at the end of the course!


Intended Learning Outcomes (ILO)
KNOWLEDGE AND UNDERSTANDING
At the end of the course student will be able to...

The course addresses the following questions and issues:

·       Understanding the specificities of Communication

·       Understanding the Advertising campaign process

·       Learning how to communicate effectively through a well designed packaging

·       Learning how to effectively present your own communication idea

APPLYING KNOWLEDGE AND UNDERSTANDING
At the end of the course student will be able to...

Through this course you will be able to identify the most important issues when planning and evaluating marketing communications and executions.

You'll also develop the capacity to combine the appropriate theories and models with practical information about what makes better advertising. 
After completing this course you'll have the opportunity to hone you teamwork skills and know if you would like to pursue a future career in this business area. We’ll get the chance to meet with some of the best in class in the advertising industry and take a peek at what happens behind the scenes of a communication campaign.


Teaching methods
  • Face-to-face lectures
  • Guest speaker's talks (in class or in distance)
  • Case studies /Incidents (traditional, online)
  • Group assignments
DETAILS

The learning process will be facilitated through stimulating teaching methods such as case histories, guest speakers and a field project that will be developed from a real company problem and presented in clas at the end of the course.


Assessment methods
  Continuous assessment Partial exams General exam
  • Group assignment (report, exercise, presentation, project work etc.)
  •     x
    ATTENDING AND NOT ATTENDING STUDENTS

    Assessment Methods: Friendly qualitative feedback will be given based on the individual class participation and final presentations by small groups.


    Teaching materials
    ATTENDING AND NOT ATTENDING STUDENTS

    Course Material: Slides and cases will be provided via our dedicated e-learning platform day by day.

    Last change 17/12/2021 12:38